跨国公司管理案例分析Nora-Sakari

Nora-Sakari:AProposedJVinMalaysiaMember：刘胤辰但佳马洪基秦叶钦ThemotivationsofsettingupJV？•1.NorawouldbenefitfromtheJVintermsoftechnologytransfer，theventurewouldpavethewayforSakaritoacquireknowledgeandgainaccesstothemarketsofSouth-eastAsia.2.ItwouldbeaninvaluableopportunityforNoratolearnfromtheFinnishexperienceandemulatetheirsuccessforMalaysia.ThereasonofNora：3.NorawasinterestedinsecuringashareoftheRM2billioncontractfromTMBandmoreimportantly,inacquiringtheknowledgeinswitchingtechnologyfromitspartnershipwithatelecomMNC.4.SK33,adigitalswitchingsystemthatwasbasedonanopenarchitecture,whichenabledtheuseofstandardcomponents,standardsoftwaredevelopmenttools,andstandardsoftwarelanguages(TheadvantageofSK33whichNoraneed)ThereasonofSakari1.TheonlyreasonofSakariwanttosetupJVisimperativethatSakariestablishitspresenceinthisregiontocaptureashareinthefixednetworkmarket.2.Someusualreason,thecompanywillgainmoreprofitandimprovecompetitivenessintelecomindustry.ThechallengesfacingbyNoraandSakariThechallengesofNora:1.OurMalaymanagers,however,wereofteninfluencedbytheirwesterncounterparts,whotendtostressknowledgeandmentalcapabilityandoftenforgettheeffectivenessofsoftersideofmanagementwhichemphasizesrelationships,sincerityandconsistency.2.Noraislackofrelativetechnology.AndbecauseofitshigherpricesthanFormulasothatthecontactisgiventoFormula.ThenNoraloselargeprofitinMalaysia.ThechallengesofSakari:1.Sakariisarelativelysmallplayerinfixednetworks.2.IndustryobserveswerecriticalofTMB’sdecisiontoselectSakariandAlcatel.SakariisperceivedtobetheleastcapableofsupplyingthenecessarylinestomeetTMB’srequirements,asitisallegedtobeasmallcompanywithlittleinternationalexposure.Testthestrategiclogic1.①InouropinionapartnerisindeedforNoralikeSakari,theSakariprovidetechnologyforNora,egSK33isreallyneededforNora.AsSakariwecanseeitwantstoaccesstotheMalaysianandSoutheastAsianmarketbyNora’shelp.BecauseNorawasaleadingsupplieroftelecomequipmentinMalaysia.Asforhowlongdotheycooperatewitheachother,isdependondistributionofprofit.WhethermanagementsruntheJVonabetterway.Howbigisthepayoffforbothparties?Howlikelyissuccess?OuropinionisthepayoffforNora,itwillgettheprofitablecontactfromTMBbycooperatingwithSakariandconsolidateitsleaderstatusintelecomequipmentinMalaysia.Ontheotherhand,SakariwillaccesstotheSoutheastAsianmarketiftheyhaveacooperationwithNoraandwillbeacceptedbyindustryobservers.Thekeyofsuccessishowtheyequityownershipwitheachother,ifit’sunfairthetwocompaniescannotcooperatewellwitheachotherandtheprofitwillberunoff.Partershipandfit•NoraandSakariSharedacommongoal,inordertoobtaingreaterinterests,expandtheoverseasmarket,enhancethecompetitivenessoftheenterpriseitself.MalaysiaisthebridgeheadtoexploitthesoutheastAsiamarketforSakari.NoraneedsSakaritohelptofinishthecontactofTMB.Interestistheircommongoal•ThetechnologyandexperienceofSakariisneededtoNoraandNora’smarketandbrandareusefulforSakari.FromthecasewecanseethatSakariworrythattheircoretechnologyisstolenbyNora,foranenterprise,thecoretechnologyisimpossibletotelltheirpartners.NoraisnotlikelytoletSakaripossesstheirexcessivemarketsoastoformthecompetitivepressuretothemselfShapeanddesign•Asconfidencebetweenthefirmsgrows,thescopeofthebusinessactivitiescanbroaden,ifNoraacquiresSakari’scapabilities,theJVbecomesunstable.InthecaseSakarijustofferNoraonlythebasicstructureoftheswitch,thecoreofSakari’sswitchingtechnologywouldstillbewell-protected.Thisdistrustleadasmallscopeoftheactivitiesandafewprofit.•Howmuchfreedomwilltheventurebegiventodoasitwisheswithrespecttochoosingsupplier,aproductline,andcustomers.ForSakariwhichprovidetechnologyandproducts,therespectofchoosingsupplierandproductlinefromNoraisreallyimportant,ForNorawhichprovidemarket,therespectofchoosingcustomersfromSakariisalsoimportant.•TheJVbeawin-winsituation.Thismeansthatthepayofftoeachparentiftheventureissuccessfulshouldbeabigone,becausethiswillkeepbothparentsworkingforsuccessoftheventurewhentimesaretough.Ifthestrategicanalysissuggeststhatthereturntoeitherparentovertimewillbemarginal,theventureshouldberestructuredorabandoned.•Generallyacompletetrustbetweentwocompanieswillcreatemoreprofitandawin-winsituation.•Theventurewillbeeasiertomanageifoneparentplaysadominantroleandhasalotofinfluenceoverboththestrategicandtheday-to-dayoperationsoftheventure,orifonepartnerplaysaleadroleintheday-to-dayoperationofthejointventure.Inthecase,theJVwillbeestablishedinMalaysiatoextendthesoutheastmarket,sothemajorleadershouldbeselectedfromNora,theyarebetterthanSakariinlocalcultureandlocalmarket.Doingthedeal•ExperiencedmanagersarguethatitistherelationshipbetweenthepartnersthatisofkeyimportanceinJV,notthelegalagreementthatbindsthemtogether.Nevertheless,mostarecarefultoensurethattheyhaveagoodagreementinplace—onethattheyunderstandandcomfortablewith.•Thedependencecannotwriteonthepaper,nomatterhowmuchpaperworktheydid,justdeeplycooperatewitheachotherthetrustwillbeenhanced.•Agreeonanendgame:ThiswasbecauseNorahadalreadyagreedtomakelargeadditionalinvestmentsinsupportoftheJV.Norawouldinvestinabuildingwhichwouldberentedt